By Charlotte McEleny

Alibaba‘s Tmall has partnered with Chinese flash sale brand Mei.com to create a new channel, the Tmall Luxury Flash Sales Channel.

The launch was promoted via a celebrity-heavy catwalk event that was livestreamed on the Tmall app, with all items directly shoppable from the new channel on the app. Celebrities included Olivia Palermo, who acted as a stylist for the show. Singer Chris Lee and Peter Sheng, an actor from the online TV series ‘Go Princess Go’ also featured.

Tmall used a ‘scan and buy’ functionality to allow people to buy from over 42 looks (30 womenswear, 10 menswear Read full story ›

Source: The Drum